MFS Undertakes Rebranding Campaign

Change is in the air for one of the world's oldest asset management fund shops. Boston-based MFS Investment Management today unveiled its new branding campaign: Building Better Insights, as well as a host of other growth initiatives going forward.

Specifically, the firm is opening its eighth and ninth investment research offices in Hong Kong and São Paulo, joining Boston, London, Mexico City, Singapore, Sydney, Tokyo, and Toronto as well as establishing its first independent institutional sales office in Australia.

The firm also launched a new corporate logo, the "infinite M," today and it is revamping MFS.com to include “greater compatibility for mobile users” with additional enhancements planned throughout 2012 and 2013.

"We are proud of our long history and unique place in the global asset management industry, pioneering the first mutual fund in the U.S.,” stated CEO Robert Manning. “However, after surveying clients about our brand, we decided—and clients agreed—it was time to update and better reflect who we are today as an active, global asset manager."

The firm’s history dates back to March 21, 1924, and the establishment of the first US “open-end” mutual fund. MFS manages $267.8 billion in assets globally, as of May 31.